Firm type ยท /solo-practitioners
You are the attorney, the intake team and the marketing department.
A solo practice does not fail at marketing because the attorney does not understand it. It fails because the person who would have to manage it is in a hearing, and the agency needs a call on Thursday.
So the design constraint here is not budget. It is attention. A program a solo can actually run is one that needs almost nothing from you between the report arriving and you deciding whether to keep paying.
What a month actually looks like
Four touchpoints, none of them scheduled, none of them requiring you to be at a desk at a particular time.
- Week 1
Content drafts arrive by email
You read them when you have ten minutes. Change anything. Nothing publishes until you reply.
- Weeks 2 to 3
Nothing arrives
The authority building runs without you. This is the part that would otherwise be a status call.
- Week 4
The report arrives
A list of every placement with a live URL, the host authority, and the target keyword. Four minutes.
- Any time
You email your account manager
One person who knows your file, not a shared inbox and not a ticket queue. Reply times are in hours, not days.
The two mistakes solos make with this
Spending the whole budget on a website
A beautiful new site with nothing left over to make anyone see it is the most common version of this. If the existing site is structurally sound, the technical work inside a program fixes what matters for no additional cost, and the money goes into visibility instead. We will tell you which situation you are in before you spend anything.
Buying breadth before depth
A solo with five keyword targets spread across divorce, custody, support, modification and adoption ranks for none of them. One focus, done properly, in one county, produces results a year before five half covered focuses do. Pick the matter type you most want more of and start there.
A modelled scenario
A solo practitioner who charges for the first consultation
Deliberately filtering shoppers, so raw traffic is the wrong measure. What matters is the consultation to retainer rate on search sourced inquiries, and whether callers arrive having already read something the firm wrote.
These are illustrative scenarios, not client results. No firm described below is a real client.
The order to spend in
A solo has one budget and no capacity to run parallel experiments, so sequence matters more here than anywhere else. This is the order we would recommend to somebody starting from nothing.
First, fix intake. If calls reach voicemail during business hours or inquiries sit for two days, more visibility makes the problem worse. This costs nothing and it is the single most common waste of marketing spend in the practice.
Second, fix structure. One page per practice focus, no two competing, internal links repointed. Included in a program from Golden upward and largely a one time job.
Third, the Business Profile, because for a solo in a single county it carries more weight than almost anything else and it is entirely within your control.
Fourth, authority building and situational content, which is the part that compounds and the part that takes longest. Starting here before the first three are done is the usual reason a solo concludes that search does not work.
A website rebuild is fifth, and often unnecessary. Spending the whole first year budget on a beautiful site with nothing left to promote it is the most expensive mistake on this list.
What makes this different
Every link arrives as a URL you can open
Not an impression, not a signal, not an initiative. A list with the live address of every placement, the domain authority of the host, and the keyword it supports. Ask any other agency for the same list and watch what happens.
We publish nothing without your sign off
Your firm carries the regulatory exposure for its own marketing communications, so your firm reads everything first. No queue, no timer, no piece that goes live because nobody replied.
The assets stay yours if you leave
No contract, no notice period, and nothing is removed when you stop paying. Canceling ends the next month rather than unwinding the last one. That is the difference between building an asset and renting a service.
We say no to work that will not help
If your intake is broken, if you need matters this quarter, or if your current site is structurally fine, we will tell you and you will keep your money. A firm that is not ready is a refund and a bad review waiting to happen.
We guarantee delivery and refuse to guarantee rankings
Search results are controlled by a third party whose systems change constantly. Anyone promising position is either guessing or lying, and a partner can tell the difference.
For a solo, the most valuable thing we do is often to tell you not to buy yet. A month spent fixing intake returns more than a month of authority building, and it costs nothing.
Questions
How much of my time does this take?
About twenty minutes a month once it is running. Reading the report takes four, and approving content takes the rest. The setup month is heavier because you answer questions about your county, your practice focus and any advertising constraints in your state, and that conversation happens by email rather than on a call.
Which tier should a solo start on?
Golden at $235 in most cases, if you have one practice focus and one county. It is the first tier with the technical audit and the content gap analysis, which is where a solo gets the most immediate value. Move to Platinum when you are genuinely competing on more than one focus, not before.
I already tried an agency and it did not work. Why is this different?
Possibly it is not, and you should find out cheaply rather than expensively. The concrete difference is that every placement arrives as a live URL you can open, so after thirty days you can see exactly what was built rather than reading a summary of activity. If that does not convince you in month one, cancel and you have spent $235.
Can I pause during a busy period?
You can cancel and restart, which amounts to the same thing without a contract in the middle. Everything already published stays published and keeps working. There is no reactivation fee and no penalty, because there is nothing to reactivate.
What if I cannot approve content quickly?
Then nothing publishes until you do, and we do not chase you. That is deliberate. A workflow that publishes because a deadline passed is exactly the workflow that creates exposure for a solo, and the whole point of the review step is that it cannot be bypassed by silence.
Is a single county enough of a market?
For a solo, usually yes, and trying to cover more is the most common way the budget gets wasted. One practice focus in one county, done properly, produces results a year before five half covered focuses do. Expand once the first one is actually working.
What should I track to know whether this is working?
Consultation to retainer rate on search sourced inquiries, and whether callers mention having read something. Traffic is a poor measure here, because a page that brings three serious readers is worth more than one that brings thirty who were never going to call.
Start with the analysis. It costs nothing and it takes five questions.
You will get a written read on where you stand in your county and what we would do first. No call is scheduled, and if the answer is that you are not ready to spend anything yet, it will say that.